The Future of Mobile

Facebook launches food ordering within its app

Alex Spencer

Facebook has launched food ordering within its core product, enabling users to buy a takeaway without having to leave the social network.

“People already go to Facebook to figure out what to eat by reading about nearby restaurants, and seeing what their friends say about them,” said Alex Himel, VP of local at Facebook.  “So, we’re making it even easier.”

Users can search for a specific restaurant or browse the 'Order Food' section to see nearby restaurants. To help them pick, reviews are pulled from the business' Facebook page, and listings can be filtered by cuisine, price and opening time  – with a dedicated section for any restaurants the user has previously favourited. 

Once they've picked, the user is connected to the relevant delivery service, where they can order and pay. As long as they already have an account with that service, this is all done within the Facebook app or site.

It's yet another play by Facebook to monopolise user's time, bringing content traditionally found on the wider web beneath its own umbrella – just like it's already done with Instant Articles.

This feature has been undergoing testing for the past year, but is now rolling out across the US. The launch is supported by partnerships with food delivery services including, DoorDash and ChowNow, as well as individual restaurant chains like Papa John’s, Denny’s and Five Guys.

Join us at the 2017 Effective Mobile Marketing Awards Ceremony, taking place in London on Thursday 16 November, to mix with the industry's best and brightest, and raise a glass to the year's best campaigns and solutions. To find out more, and to book your place, click here.